광고론 처음처럼 IMC 전략과 프로모션

광고론 처음처럼 IMC 전략과 프로모션

[광고론] 처음처럼 IMC 전략과 프로모션.pptx

목차 1. Introduction 2. Situation Analysis 3. Current Strategy 4. STP 5. Suggestions for IMC Strategy 본문 Focused on the product with 'Alkali regenerated water' Tried to deliver healthy and soft image Cool and young image for Target customers ofWomen in 20s Emphasized 'mildness' by promotingto 'shake' it Main Competitors 참이슬 M/S : 47.1% 진로 Long History First Mover Advantage 2 types for different products: Classic & Fresh 좋은데이 M/S : 12.3% 무학 was launched in Busan Mainly consumed in Kyung-Nam area based on regional bonding Rapidly catching up 처음처럼 Hard to differentiate in terms of taste Consumers mostly cannot distinguish the flavor or scent of the product 참이슬 & 처음처럼 are ranked 7 & 9 by sommeliers, although these are popular brands → It is crucial to build a strong brand, through the IMC Strategy Pretty well integrated under its concept , but not appealing to customers ↓ 1.The overall concept of 처음처럼 is outdated 2.It is not appealing to all target groups of 25 35 years old, Current strategy only appeals to women and few men 3.Each promotion strategy is not attractive enough to raise attention TV Ad Combination of celebrities from different areas do not harmonize well together, deteriorating the sex appeal of Hyo-Ri Lee (2) Events Many people are unaware of various events 처음처럼 is holding (3) Application Battle App, a program that contains a variety of drinking related games, lacks uniqueness 키워드 프로모션, IMC, 광고론, 프로, 모션